HubSpot vs Klaviyo:Which is more popular?
In September 2026, HubSpot had more branded searches than Klaviyo among marketing automation platforms worldwide. HubSpot had about 1.5 million branded searches, while Klaviyo had 304,000. HubSpot made up 55.9% of all marketing automation platform searches we track, and Klaviyo accounted for 11.2%. When we asked ChatGPT and Google AI Overviews about marketing automation platforms, HubSpot appeared in all four answers and Klaviyo in three. HubSpot was mentioned before Klaviyo in every answer.
Who do people search for more?
HubSpot, about 5 searches for every 1 for Klaviyo
Who does AI mention more?
HubSpot, mentioned in every answer we collected
Who does AI recommend more?
HubSpot, named ahead of Klaviyo in every answer
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Top marketing automation platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, HubSpot appeared in all four answers. Klaviyo was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. HubSpot was listed before Klaviyo in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- HubSpot1st
ActiveCampaign2nd
Brevo3rd
Klaviyo4th
Adobe Marketo Engage5th
Ortto–
Keap–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- HubSpot4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- ActiveCampaign4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Brevo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Klaviyo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Adobe Marketo Engage3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Ortto0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Keap0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about marketing automation platforms
4 answers
Asked ChatGPT
“Which marketing automation platform should I use?”
Asked ChatGPT
“What are the best marketing automation platforms?”
Asked ChatGPT
“What's the best marketing automation platform for cross-channel campaigns?”
Searched Google, AI Overview
“marketing automation platform”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“email automation software”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is HubSpot or Klaviyo more popular in search?
This chart shows how often people search Google for HubSpot and Klaviyo by name. Each line represents a brand's share of searches for all seven marketing automation platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for HubSpot, Klaviyo. The figures are in the table below the chart.
View monthly share of searches table
| Month | HubSpot | Brevo | Klaviyo | ActiveCampaign | Ortto | Adobe Marketo Engage | Keap |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 61.1% | 22.1% | 12.2% | 4.4% | 0.1% | 0.05% | <0.01% |
| Nov 2025 | 56.6% | 25.2% | 13.9% | 4.1% | 0.09% | 0.05% | <0.01% |
| Dec 2025 | 53.7% | 29.1% | 13.1% | 3.9% | 0.1% | 0.05% | <0.01% |
| Jan 2026 | 61.6% | 22.4% | 12.3% | 3.7% | 0.08% | 0.04% | <0.01% |
| Feb 2026 | 56.6% | 25.3% | 13.8% | 4.1% | 0.09% | 0.06% | <0.01% |
| Mar 2026 | 58.7% | 26% | 11.7% | 3.5% | 0.09% | 0.06% | <0.01% |
| Apr 2026 | 58.9% | 26.2% | 11.8% | 2.9% | 0.17% | 0.04% | <0.01% |
| May 2026 | 54% | 29.4% | 13.2% | 3.2% | 0.11% | 0.04% | <0.01% |
| Jun 2026 | 59% | 26.2% | 11.8% | 2.9% | 0.07% | 0.05% | <0.01% |
| Jul 2026 | 54.2% | 29.7% | 13.3% | 2.7% | 0.08% | 0.04% | <0.01% |
| Aug 2026 | 57.3% | 25.7% | 14.1% | 2.8% | 0.09% | 0.05% | <0.01% |
| Sep 2026 | 55.9% | 30.5% | 11.2% | 2.2% | 0.07% | 0.05% | <0.01% |
How has the HubSpot and Klaviyo comparison changed over the last 12 months?
3 findings
- HubSpot was ahead of Klaviyo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, HubSpot’s share of searches among marketing automation platforms worldwide moved from 61.1% to 55.9%, and its estimated monthly branded searches held steady at 1.5M.
- Across the 12 months ending September 2026, Klaviyo’s share of searches among marketing automation platforms worldwide moved from 12.2% to 11.2%, and its estimated monthly branded searches moved from 306K to 304K.
How did search popularity change for marketing automation platforms worldwide in September 2026?
2 changes
In September 2026, Klaviyo lost share of searches among marketing automation platforms worldwide, from 14.1% to 11.2%.
In September 2026, HubSpot lost share of searches among marketing automation platforms worldwide, from 57.3% to 55.9%.
How are branded searches counted?
27 search terms
Brandwave collects information about searches that people make online using HubSpot’s and Klaviyo’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
HubSpot
21 branded search terms
- crm hub spot
- crm software hubspot
- crm system hubspot
- crm systems hubspot
- hubspot
- hubspot app
- hubspot breeze
- hubspot cms
- hubspot commerce hub
- hubspot content hub
- hubspot crm system
- hubspot customer relationship management
- hubspot forms
- hubspot landing pages
- hubspot marketing crm
- hubspot operations hub
- hubspot sales
- hubspot sales hub
- hubspot sales software
- hubspot service hub
- sales crm hubspot
Klaviyo
6 branded search terms
- klaviyo
- klaviyo app
- klaviyo crm
- klaviyo sms
- klaviyo whatsapp
- klaviyocom
Other head-to-heads among marketing automation platforms
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